Meninjau Hubungan Antara Penggunaan Media Sosial dan Orientasi Pasar Terhadap Kinerja Bisnis Sektor UMKM

Acai Sudirman, Fitria Halim, Anju Bhernadetha Nainggolan, Novita Butarbutar, Sherly Sherly

Abstract


Pada era digitalisasi saat ini, strategi pemasaran pada sektor UMKM dituntut untuk beradaptasi dengan cepat sesuai dengan perkembangan teknologi dan kebutuhan konsumen yang semakin kompleks. Marketing digital menjadi suatu hal yang wajib dari tahun ke tahun baik oleh perusahaan mikro, kecil maupun perusahaan besar. Salah satu cara untuk beradaptasi dan mengembangkan bisnis yang saat ini sedang popular adalah dengan penggunaan content marketing berbasis media sosial dan orientasi pasar. Tujuan utama penelitian mengetahui pengaruh peran media sosial dan orientasi pasar terhadap kinerja bisnis sektor UMKM yang ada di Kota Pematangsiantar. Penelitian ini menggunakan desain penelitian kepustakaan dan lapangan dengan pendekatan kuantitatif kausalitas. Pengumpulan data di lapangan menggunakan dengan kuesioner yang diukur dengan beberapa pertanyaan terkait media sosial, orientasi pasar dan kinerja bisnis. Untuk analisis data menggunakan metode PLS-SEM dan teknik pengumpulan data memakai proportionate stratified random sampling, sehingga sampel dalam penelitian ini berjumlah 240 responden. Hasil penelitian menunjukkan media sosial dan orientasi pasar memiliki pengaruh yang signifikan terhadap kinerja bisnis UMKM di Kota Pematangsiantar.


Keywords


Media Sosial, Orientasi Pasar, Kinerja Bisnis, UMKM

Full Text:

PDF

References


Abbas, J., Mahmood, S., Ali, H., Raza, M. A., Ali, G., Aman, J., Bano, S., & Nurunnabi, M. (2019). The Effects Of Corporate Social Responsibility Practices And Environmental Factors Through A Moderating Role Of Social Media Marketing On Sustainable Performance Of Business Firms. Sustainability (Switzerland), 11(12).

Ahmad, S. Z., Abu Bakar, A. R., & Ahmad, N. (2019). Social media adoption and its impact on firm performance: the case of the UAE. International Journal of Entrepreneurial Behaviour and Research, 25(1), 84–111. https://doi.org/10.1108/IJEBR-08-2017-0299

Alhakimi, W., & Mahmoud, M. (2020). The Impact Of Market Orientation On Innovativeness: Evidence From Yemeni Smes. Asia Pacific Journal of Innovation and Entrepreneurship, 14(1), 47–59.

Aminu, I. M., & Shariff, M. N. M. (2015). Influence Of Strategic Orientation On Smes Access To Finance In Nigeria. Asian Social Science, 11(4), 298–309. https://doi.org/10.5539/ass.v11n4p298

Andriyanto, F., & Sufian, M. S. (2017). Analisis Pengaruh Orientasi Pasar Dan Inovasi Terhadap Keunggulan Bersaing Dalam Rangka Meningkatkan Kinerja Bisnis. Fakultas Ekonomika dan Bisnis, Universitas Diponegoro.1–20.

Bughin, J., Chui, M., & Miller, A. (2017). How Companies Are Benefiting from Web 2.0: Mckinsey Global Survey Results, Quarterly, 17 (6), 1-9.

Cao, Y., Ajjan, H., Hong, P., & Le, T. (2018). Using Social Media For Competitive Business Outcomes: An Empirical Study Of Companies In China. Journal of Advances in Management Research, 15(2), 211–235. https://doi.org/10.1108/JAMR-05-2017-0060

Chai, S., Das, S., & Rao, H. R. (2011). Factors Affecting Bloggers’ Knowledge Sharing: An Investigation Across Gender. Journal of Management Information Systems, 28(3), 309–342.

Chikandiwa, S. T., Contogiannis, E., & Jembere, E. (2013). The Adoption Of Social Media Marketing In South African Banks. European Business Review, 25(4), 365–381. https://doi.org/10.1108/EBR-02-2013-0013

Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of Marketing Theory and Practice, 16(4), 287–298.

Fernandes, C. I. M. A. S., Ferreira, J. J. M., Lobo, C. A., & Raposo, M. (2020). The Impact Of Market Orientation On The Internationalisation Of SMEs. Review of International Business and Strategy, 30(1), 123–143. https://doi.org/10.1108/RIBS-09-2019-0120

Garcia-Morales, V. J., Martín-Rojas, R., & Lardón-López, M. E. (2017). Influence Of Social Media Technologies On Organizational Performance Through Knowledge And Innovation. Baltic Journal of Management, 13(3), 345–367. https://doi.org/10.1108/BJM-04-2017-0123

Garg, P., Gupta, B., Dzever, S., Sivarajah, U., & Kumar, V. (2020). Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement. International Journal of Information Management, 52(April 2019), 102069.

Giantari, G. A. K., & Jatra, M. (2019). The Role of Differentiation Strategy and Innovation in Mediating Market Orientation and the Business Performance. Journal of Business Management and Economic Research, 3(6), 39–60. https://doi.org/10.29226/TR1001.2019.1

Hair, J. F. (2014). Multivariat Data Analysis 7th Edition. Pearson Prentice Hall.

Juliandi, A. (2018). Membangun Model PLS di SmartPLS. 16–17. https://doi.org/10.5281/zenodo.2538001

Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Kaur, S., Gupta, S., Singh, S. K., & Perano, M. (2019). Organizational Ambidexterity Through Global Strategic Partnerships: A Cognitive Computing Perspective. Technological Forecasting and Social Change, 145, 43–54. https://doi.org/10.1016/j.techfore.2019.04.027

Lee, Y., & Kozar, K. A. (2009). Designing Usable Online Stores: A Landscape Preference Perspective. Information and Management, 46(1), 31–41. https://doi.org/10.1016/j.im.2008.11.002

Mahmoud, M. A. (2011). Market Orientation and Business Performance among SMEs in Ghana. International Business Research, 4(1), 241–251. https://doi.org/10.5539/ibr.v4n1p241

Mamun, A., Mohiuddin, M., Fazal, S. A., & Ahmad, G. Bin. (2018). Effect Of Entrepreneurial And Market Orientation On Consumer Engagement And Performance Of Manufacturing SMEs. Management Research Review, 4(1), 133–147.

Maya, S. (2016). Strategi Peningkatan Penjualan Usaha Kecil Menegah Melalui E- Commerce Studi Kasus : Mitra UKM Perusahaan X. JABE; Journal of Applied Business and Economics, 2(3), 271–279.

Maydeu-Olivares, A., & Lado, N. (2003). Market orientation and business economic performance: A mediated model. International Journal of Service Industry Management, 14(3–4), 284–309. https://doi.org/10.1108/09564230310478837

Micheels, E. T., & Gow, H. R. (2015). The Effect of Market Orientation on Learning, Innovativeness, and Performance in Primary Agriculture. Canadian Journal of Agricultural Economics/Revue Canadienne d’agroeconomie, 63(2), 209–233. https://doi.org/10.1111/cjag.12047

Nair, M. (2011). Understanding and Measuring the Value of Social Media. The Journal of Corporate Accounting & Finance, 45–51.

Nakara, W. A., Benmoussa, F. Z., & Jaouen, A. (2012). Entrepreneurship And Social Media Marketing: Evidence From French Small Business. International Journal of Entrepreneurship and Small Business, 16(4), 386–405.

Omotosho, B. J. (2020). Small Scale Craft Workers And The Use Of Social Media Platforms For Business Performance In Southwest Nigeria. Journal of Small Business and Entrepreneurship, 1(1), 1–16.

Priambada, S. (2015). Manfaat Penggunaan Media Sosial Pada Usaha Kecil Menengah (UKM). Seminar Nasional Sistem Informasi Indonesia, November, 41–46.

Ramdani, B., Chevers, D., & Williams, D. A. (2013). SMEs’ Adoption Of Enterprise Applications: A Technology-Organisation-Environment Model. Journal of Small Business and Enterprise Development, 20(4), 735–753. https://doi.org/10.1108/JSBED-12-2011-0035.

Rugraff, E., & Hansen, M.W. (2011). Multinational Corporations and Local Firms in Emerging Economies. University of Chicago Press Economics Books, University of Saparito.

Salam, S., Shams, A., & Hoque, M. M. (2019). The Role of Social Media and Effect of Relationship Marketing on SME Performance in Bangladesh: Multi-Group CFA. Asian People Journal (APJ), 2(1), 12–31. www.uniszajournals.com/apj

Sampaio, C. A. F., Hernández-Mogollón, J. M., & Rodrigues, R. G. (2019). Assessing The Relationship Between Market Orientation And Business Performance In The Hotel Industry – The Mediating Role Of Service Quality. Journal of Knowledge Management, 23(4), 644–663.

Sarwono J. (2016). Membuat Skripsi, Tesis dan Disertasi dengan Partial Least Square SEM (PLS - SEM). Yogyakarta. Penerbit Andi.

Sfetcu, N. (2017). Web 2.0/Social Media/Social Networks; CreateSpace Independent Publishing Platform: Scotts Valley, CA, USA.

Slamet, R., Nainggolan, B., Roessobiyatno, R., Ramdani, H., Hendriyanto, A., & Ilma, L. L. (2016). Strategi Pengembangan UKM Digital Dalam Menghadapi Era Pasar Bebas. Jurnal Manajemen Indonesia, 16(2), 136–147. https://doi.org/10.25124/jmi.v16i2.319

Solikahan, E. Z., & Mohammad, A. (2019). Entrepreneurial Orientation, Market Solikahan, E. Z., & Mohammad, A. (2019). Entrepreneurial Orientation, Market Orientation and Financial Orientation in Supporting the Performance of Karawo SMEs in Gorontalo City. Journal of Applied Management (JAM), 17(. Journal of Applied Management (JAM), 17(4), 729–740.

Syafruddin, Asdar, M., Parawansa, D. A., & Nohong, M. (2020). Pengaruh Orientasi Pasar dan Orientasi Teknologi Terhadap Kinerja Usaha UKM. Equilibrium Journal, 2(1), 1–9.

Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding The Impact Of Social Media Usage Among Organizations. Information and Management, 55(3), 308–321.

Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions Of Social Media Marketing Capabilities And Their Contribution To Business Performance Of Firms In Thailand. Journal of Asia Business Studies, 14(4), 441–461. https://doi.org/10.1108/JABS-07-2018-0204

Teo, T. S. H., & Pian, Y. (2003). A Contingency Perspective On Internet Adoption And Competitive Advantage. European Journal of Information Systems, 12(2), 78–92.

Udriyah, Tham, J., & Ferdous Azam, S. M. (2019). The Effects Of Market Orientation And Innovation On Competitive Advantage And Business Performance Of Textile Smes. Management Science Letters, 9(9), 1419–1428. https://doi.org/10.5267/j.msl.2019.5.009

Undang-Undang No. 20 Tahun (2008). Tentang Usaha Mikro, Kecil dan Menengah.

Weber, L. (2009). Marketing to the Social Web: How Digital Customer Communities Build Your Business, Wiley, NJ.

Yasa, N. N. K., Giantari, I. G. A. K., Setini, M., Sarmawa, W., Laksmit, P., Rahmayanti, D., & Dharmanegara, I. B. A. (2020). Service Strategy Based On Tri Kaya Parisudha, Social Media Promotion, Business Values And Business Performance. Management Science Letters, 10(13), 2961–2972. https://doi.org/10.5267/j.msl.2020.5.029

Zhang, Z., & Ahmed, W. (2018). A Comparison Of Information Sharing Behaviours Across 379 Health Conditions On Twitter. International Journal of Public Health, 5(Ahmed).




DOI: https://doi.org/10.32528/psneb.v0i0.5165

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Acai Sudirman, Fitria Halim, Anju Bhernadetha Nainggolan, Novita Butarbutar, Sherly Sherly

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

ISBN: 978-623-96253-2-0